TAILIEUCHUNG - Lecture Marketing management: Chapter 7 - Phillip Kotler, Kevin Lane Keller

Chapter 7 - Analyzing business markets. In this chapter, we will address the following questions: What is the business market, and how does it differ from the consumer market? What buying situations do organizational buyers face? Who participates in the B2B buying process? How do business buyers make their decisions? How can companies build strong relationships with business customers? How do institutional buyers and government agencies do their buying? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Analyzing Business Markets Chapter 7 Discussion Questions What is the business market, and how does it differ from the consumer market? What buying situations do organizational buyers face? Who participates in the B2B buying process? How do business buyers make their decisions? How can companies build strong relationships with business customers? How do institutional buyers and government agencies do their buying? The decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers. -- F. Webster Jr and Y. Wind Organizational Buying Business Markets Agriculture Communications Banking & Finance Transportation & Distribution Construction Forestry Manufacturing The business market consists of all the organizations that acquire goods and services used in the production of other products or services that are .

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